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2019 UK Adobe Email Usage Study

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UK trended results from the annual Adobe email survey

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2019 UK Adobe Email Usage Study

  1. 1. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Email Usage – Working Age Knowledge Workers (UK Trended Results) MCI | August 2019 Research partner:
  2. 2. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Headlines 2 5½ hours per day spent checking email (work + personal), but most feel this is ‘just right’ --- Work email is checked for 3+ hours a weekday (207 minutes), while personal email is checked for 2+ hours (124 minutes) a day. This starts to reverse declines seen in 2017. One quarter of younger generations think they should check email less often. Most Millennials are checking their work email before they get to the office --- Half (of all ages) wait until they get to work to check work email - but are still reading personal email & (to a lesser extent) social media before they leave in the morning. There is also a decline in the number of people checking work email when on vacation. Most do not currently get to 'Inbox Zero' - and those who don't typically think it's an impossible goal --- Those who do (with Millennials being most likely) describe it as relieving. Half of Millennials currently do this, and but less than 2/5 of Boomers. Less than ¼ of offers from brands are interesting enough to open - many suffer from basic quality concerns, or are sent too often --- Personalization done right is important to many, particularly for personal emails, but frustrations continue. These findings are the result of a survey of 1,000 UK residents of working age, who work in office/management roles, and own smartphones. Data is balanced to age and gender proportions found in the general population. The survey was conducted from July 29 to August 6, 2019. This survey was last conducted in 2017. Where questions are trendable, arrows indicate statistical differences. This report includes highlighted results. Full results are available to the project team at https://portal.advanis.net/adbe. This survey is replicated in other countries and reported separately. Some icons used in this report are sourced from https://icons8.com.
  3. 3. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Key Findings
  4. 4. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 4 ↑↓ = Significant differences observed vs. 2017 at 95% confidence level. Survey Participant Demographics Email Usage UK Results (July 2019) Base: All respondents (1,000) s1 – What is your gender? (not including those who said prefer not to answer base: 1000) s2 – In what year were you born? s5 – Which of the following best describes your job? Survey participants are mainly working aged, living in UK, working as a manager or individual contributor Male 49% Female 51% Gen Z: Born 1996 - TBD Millennials: Born 1977 - 1995 Generation X: Born 1965 - 1976 Baby Boomers: Born 1946 - 1964 Traditionalists: Born 1945 & before 27% 25% 11% 7% 5% 25% Manager Skilled office worker Professional Manager Executive Business man/woman Other office (clerical,… 3% 44% 22% 30% 1% GenderAge Job ↑ ↓
  5. 5. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. ↑↓ = Significant differences observed vs. 2017 at 95% confidence level. 5 Time spent checking personal email continues to decline but total email checking still represents several hours each weekday. Few emails are considered useful, and 1/3 of personal emails are never opened Chart Title Minutes Spent Each Weekday Checking Email Work Emails 81% open 56% useful Personal Emails 61% open 37% useful Email Usage UK Results (July 2019) Base: All respondents (1,000) q6_a/b .. Please estimate the number of minutes you spend each weekday checking your email q4a_a/b (% of emails you open) and Q4c_a/b (% of emails you find useful) - new questions in 2019 215 195 207 160 134 124 100 150 200 250 300 2016 2017 2019 Work Email Personal Email ↓ ↓
  6. 6. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 6 Most people feel they check their email as often as they should with most checking both personal and work emails every few hours. Chart Title Checking Emails Often? Work emails are checked for 3+ hours but nearly one-third say they never check it outside of work hours. Personal email is checked more often but for less time. • Baby Boomers are also more likely to never check their personal email in a given day. Most people (70%) feel that the time they spend checking email is “just right”. However, more than a quarter of Millennials and Gen X feel that they should cut back on checking. ↑↓ = Significant differences observed vs. 2017 at 95% confidence level. 31% 42% 10% 12% 6% 11% 51% 16% 14% 8% Never Every few hours Every hour Multiple times per hour Constantly Nearly 3½ hours (207 minutes) checking work email each day Over 2 hours (124 minutes) checking personal email each day Frequency of checking personal email while at work Frequency of checking work email outside of normal work hours ↑ • Gen X and Boomers are more likely to say they never check work email outside work hours. Email Usage US Results (July 2019); Base: All respondents (1,002) q1 – While at work, how often do you typically check your personal email in a given day? q2 – Outside of normal work hours, how often do you check your work email in a given day? q5 – How would you characterize your frequency of email checking in general?
  7. 7. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 7 It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your…. Most people are checking personal email or social media before work, while waiting until they are in the office before checking work emails. 23% 11% Work Email Personal Email Social Media* 27 % 26 % 41 % 27 % While getting ready/eating breakfast Still in bed When I get to work While commuting On a break at work* 14% 16 % 13 % 53% 15 % 7% 27 %Gen X & Baby Boomers are most likely to say they don’t check their work emails until after they get into the office, while over half of Millennials check their work emails before getting into the office. *Social Media New in 2019 - also ‘on break’ is only asked for social media Email Usage UK Results (July 2019) Base: All respondents (1,000) q7 – It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your work email? q7b – It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your personal email? q7c – It's a workday, and you've just woken up. After you wake up, how long does it typically take you to look at a social media app?
  8. 8. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 8 Smartphones are an increasingly common method for checking personal email while most continue to prefer desktop/laptop for work email. Chart TitlePrimary Device • Gen X and Baby Boomers are more likely to say they use a desktop/laptop to check both work and personal emails while millennials prefer smartphones. 60% 33% 7% 0% 26% 64% 9% 0% 0% 10% 20% 30% 40% 50% 60% 70% Work Personal Email Usage UK Results (July 2019) Base: All respondents (1,000) q7a_a – Work email?: What is your primary device type for checking... q7a_b – Personal email?: What is your primary device type for checking... ↑ ↓ ↑↓ = Significant differences observed vs. 2017 at 95% confidence level.
  9. 9. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 9 Today, which of the following communication methods do you use regularly to interact with colleagues at work? Email and face-to-face meetings dominate workplace communication, with the latter being less preferred by Millennials (in favor of newer methods). Email Face-to-face conversations/ in-person meetings Phone Instant messaging (e.g., Facebook Messenger, Jabber, Gchat, Skype) Video conferencing or video chat File sharing service (e.g. Dropbox, Box, Adobe Document Cloud) Enterprise social network (e.g., Yammer or Slack) Other Millennials (A) Gen X (B) Boomers (C) 80% 63% 62% 51% 26% 19% 18% 0% 84% 73% 67% 39% 20% 13% 9% 2% 78% 78% 67% 33% 20% 10% 5% 2% A BC AC C B C A BC C BC BC Email Usage UK Results (July 2019) Base: Millennials, Gen X & Baby Boomers (964) q11 – Today, which of the following communication methods do you use regularly to interact with colleagues at work? A/B/C = Significant differences observed between generations at 95% confidence level.
  10. 10. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 10 During which of these situations have you checked your email or social media? Users check work email during other life situations less often than personal or social accounts. Boomers are most likely to resist checking email/SM. BC BC AC C B B C Email Usage UK Results (July 2019) Base: Millennials, Gen X & Baby Boomers (964) q10 – In the last month, during which situations have you checked your work email? (Multi-response) q10a – In the last month, during which situations have you checked your personal email? (Multi-response) q10b – In the last month, during which situations have you checked your social media app? (Multi-response) (New questions in 2019) A/B/C = Significant differences observed between generations at 95% confidence level. Social Media Millennials Gen X Boomers (A) (B) (C) While in bed 67% BC 46% C 30% While watching TV/movie 63% BC 49% 42% While in the bathroom 47% BC 24% C 13% While walking 45% BC 24% C 15% While on vacation 40% C 33% C 25% While commuting to/from work 39% BC 28% C 19% While on the phone 37% BC 21% 15% During a meal with others 33% BC 19% C 10% While in a face-to-face conversation with someone 29% BC 12% C 7% While working out 21% BC 8% 4% While in a meeting at work 19% BC 9% 4% While at a formal ceremony (e.g., graduation, wedding) 16% BC 5% C 2% While driving 9% BC 3% 1% None of these 5% 24% A 36% AB Work Email Millennials Gen X Boomers (A) (B) (C) While commuting to/from work 35% BC 26% 21% While in a meeting at work 34% C 30% C 21% While on the phone 34% BC 21% 19% While in bed 34% BC 26% C 12% While watching TV/movie 33% BC 25% 21% While walking 27% BC 18% C 11% While in the bathroom 22% BC 11% C 6% While on vacation 21% 21% 18% While in a face-to-face conversation with someone 19% BC 12% C 6% During a meal with others 17% BC 10% 7% While working out 13% BC 6% 5% While driving 6% C 4% 1% While at a formal ceremony (e.g., graduation, wedding) 5% C 4% C 0% None of these 21% 37% A 43% A Personal Email Millennials Gen X Boomers (A) (B) (C) While in bed 63% BC 51% C 38% While watching TV/movie 60% 54% 54% While walking 45% BC 31% C 21% While in the bathroom 43% BC 29% C 14% While on vacation 39% 38% 38% While on the phone 38% BC 25% 23% While commuting to/from work 35% C 32% 25% During a meal with others 27% BC 19% C 12% While in a face-to-face conversation with someone 22% BC 15% C 6% While working out 18% BC 7% 4% While in a meeting at work 18% C 16% C 10% While at a formal ceremony (e.g., graduation, wedding) 10% BC 5% C 2% While driving 7% C 5% 2% None of these 5% 13% A 17% A
  11. 11. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 11 Less than half of people are achieving ‘inbox zero’, with those who do saying it is a relief. Many of those who don’t say it is impossible. Do you get to ‘Inbox Zero’? 44% ↑↓ = Significant differences observed vs. 2017 at 95% confidence level. 36% 17% 17% 45% 17% 24% 62% 10% It’s Borderline OCD Amazing! Relieving Impossible It’s Borderline OCD Amazing! Relieving Impossible 49% 39% 38% Millennials Gen X Boomers Email Usage UK Results (July 2019) Base: All respondents (1,000) q20 – Getting to 'inbox zero' is defined as acting on every email as it comes in to move it out of your inbox immediately (delete, respond, or delegate). Is that something you currently do? q21 – What is your reaction to the idea of 'inbox zero?' (Yes)What is your reaction to ‘Inbox Zero’? (No)What is your reaction to ‘Inbox Zero’? ↓ ↓ ↑
  12. 12. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. ↑↓ = Significant differences observed vs. 2017 at 95% confidence level. Email is the preferred way to receive offers (65% work, 69% personal) significantly more than direct mail, social, etc. 12 Under ¼ of email offers from brands are interesting enough to open (strong declines since 2017), mainly due to issues of frequency and quality. Chart Title % of Email Offers From Brands Interesting Enough to Open… What is most annoying? (Work emails) • Emailed too often (35%) • Marketer’s data about me is wrong (25%) • Too wordy/poorly written (23%) • Urging me to buy a product I’ve already purchased (17%) 24 16 25 19 28 22 31 23 0 10 20 30 40 50 2015 2016 2017 2019 Work Email Personal Email What is most annoying? (Personal emails) • Emailed too often (40%) • Urging me to buy a product I’ve already purchased (24%) • Marketer’s data about me is wrong (24%) • Too wordy/poorly written (22%) † Question wording has changed since last wave; no trending available. Email Usage UK Results (July 2019); Base: All respondents (1,000) q22_a – In work email: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? q22_b – In personal email: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? †q24a_a – For email offers received at work?: When you receive an email offer from a brand, which of the following is most annoying... †q24a_b – For email offers received as a consumer?: When you receive an email offer from a brand, which of the following is most annoying... ↑ ↓ ↓ ↑ ↓ ↓
  13. 13. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. What is most frustrating? (Personal emails) • Recommendations don’t match interests (27%) • Misspelling name (22%) • Expired offers (21%) • Promoting things I’ve already purchased (18%) • Offer not appropriate to season/location (13%) 13 Personalization is most important for personal emails, and to Millennials. Chart Title % Rating Personalization as Having High Importance What is most frustrating? (Work emails) • Recommendations don’t match interests (27%) • Misspelling name (27%) • Expired offers (18%) • Promoting things I’ve already purchased (15%) • Offer not appropriate to season/location (13%) 39% 51% 25% 48% 27% 42% 0% 20% 40% 60% 80% 100% Work Emails Personal Emails Millennials (A) Gen X (B) Boomers (C) † Question wording has changed since last wave; no trending available. Email Usage UK Results (July 2019); Base: All respondents (1,000) †q27a_a – For offers received at work?: On the following scale, how important is it that brands customize their communication with you as an individual... †q27a_b – for offers received in personal email?: On the following scale, how important is it that brands customize their communication with you as an individual... †q28a_a – For email offers received at work?: What of the following is the most frustrating way brands lack personalization in their emails... †q28a_b – For email offers received in personal email?: What of the following is the most frustrating way brands lack personalization in their emails... BC C A/B/C = Significant differences observed between generations at 95% confidence level.
  14. 14. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential.

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